Articles such as the one below from Huffington Post are becoming more and more common, as the importance of email personalisation becomes more widely recognised. Over the past couple of years we've seen focus on mobile-responsive emails, interactive emails and the integration of social sharing options into email.  However, these trends seem superficial in comparison with personalisation. 

The article cites list segmentation, behavioural triggering and customised landing pages as three key elements of personalisation. These are three examples where a Marketing Automation tool such as Pardot can do the 'heavy lifting' for the marketing team.

In terms of list segmentation, Pardot includes dynamic list functionality which are rule-based, automatically refreshed lists. This means that once your criteria lists are defined, your lists are always up-to-date and ready to use, increasing accuracy and saving time.

Behavioural triggering is possible by using completion actions on many Pardot assets including emails and forms. An example of completion actions is creating a Salesforce task for a sales rep to follow up every time a form is submitted. Engagement studio triggers also allow a prospect's behaviour to define their route through nurture campaigns, for example, if a prospect did not open an email, they could be re-sent the email automatically with a different subject line after a few days.

Showing customised landing pages to prospects is simple using Pardot's dynamic content functionality. Dynamic content enables us to personalise content blocks on landing pages and emails depending on information we know about the prospect. For example, if the prospect is from the UK, we could show them a banner about our upcoming UK events, whereas American prospects could see a banner about events in the USA.